Welsh Coastal Tourism Strategy

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Welsh Coastal Tourism Strategy

• Steve Webb
• Director of Development
• Visit Wales
• Welsh Assembly Government
• Wales Regeneration Summit
• 22 / 23 October 2009

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Background

• 1200 km of coastline of which 70 is designated
  for its environmental importance
• 60 of the Welsh population live in the coastal
  zone
• The preparation of the Coastal Tourism Strategy
  was an action
• from the Wales Spatial Plan-
• Action will be taken by WTB, WDA, Local
  Authorities and
• CCW to develop a Welsh Coastal Tourism Strategy,
  allied
• to action in protecting the coastal
  environment.

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Purpose

• To identify a clear way forward for the
  development of Coastal Tourism, which realises
  and builds on the economic potential of the
  coastline of Wales whilst respecting its
  environmental quality and recognising the
  importance of achieving community benefits.
• The strategy will provide spatial guidance for
  the future allocation of funds to support coastal
  tourism in the regions of Wales through the Wales
  Spatial Plan.

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Methodology

• Consultants prepared detailed strategy
• Steering Group
• Consultation
• Final version of strategy drafted internally

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Oh we do love to be beside the seaside
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Demand for Seaside Holidays
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Challenges
Competing activities
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The Vision

• An integrated year round coastal tourism
  industry, based on an outstanding natural
  environment and a quality tourism product that
  exceeds visitor expectations, whilst bringing
  economic, social, cultural and environmental
  benefits to coastal communities

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Strategic Aims and Outcomes

• Aim To ensure that sustainable tourism is
  making an
• increasing contribution to the local economy of
  coastal
• communities
• Key Outcomes
• Decline in coastal tourism trips is halted and
  reversed
• Tourism supports more full time, year round jobs
  on the coast
• The coastal tourism season is extended
• There are increased levels of entrepreneurship
  amongst local communities in coastal tourism
  related activities

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Strategic Aims and Outcomes

• Aim To improve the quality of the visitor
  experience
• Key outcomes
• Visitors are highly likely to recommend visiting
  the coast
• The Welsh coastal tourism offer appeal is
  broadened
• Wales is the leading UK water sports destination
  for the family and multi activity holiday maker
• The coast offers a more diverse tourism
  accommodation base that is meeting visitor needs

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Strategic Aims and Outcomes

• Aim To achieve an integrated approach
• to the development and management
• of coastal tourism
• Key outcomes
• Local communities are actively involved in the
  management of the rural coast
• Coastal resorts are managed and developed with
  the needs of visitors in mind
• Local communities are involved in developing
  tourism in their area
• Coastal Communities are not disadvantaged because
  they live in areas that are attractive for
  tourism
• There is an increase in the number of Welsh
  residents participating in outdoor coastal
  activities

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Strategic Aims and Outcomes

• Aim To safeguard and protect the environment
  and cultural heritage as a key resource for the
  development of coastal tourism
• Key outcomes
• Bathing water quality
• Beach Awards
• Increasing use of sustainable transport
• Coastal habitats
• Balance on the coast between tranquil areas and
  busy areas
• More visitors are coming to the coast to enjoy
  its wildlife, heritage and culture

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The Strategy

• Developed to meet the strategic aims and
  challenges
• 5 themes
• Coastal Towns and Resorts
• The Rural Coast
• Coastal Activities
• Coastal Culture
• Coastal Management

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Key themes

• Theme 1
• Coastal Towns and Resorts
• Providing an attractive environment
• Beaches and Seaside
• Accommodation / Attractions / Activities
• Retail and Catering
• Visitor Access

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Key Themes

• Theme 2
• The Rural Coast
• Coastal Settlements
• Rural accommodation
• Rural beaches and the rural environment
• Managing visitor pressures
• Access

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Key themes

• Theme 3
• Coastal Activities
• All Wales Coastal Footpath
• Nature related tourism
• Other Coastal Land Activities
• Coastal Activities water
• Marinas and Harbours
• Cruising

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Key Themes

• Theme 4
• Coastal Culture
• Food
• Events
• Heritage
• Language

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Key Themes

• Theme 5
• Coastal Management
• Managing Coastal Destinations
• Managing Coastal Facilities
• People Development
• Managing the Coastal Environment

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Delivering the Strategy

• Strategy provides guidance
• Visit Wales co-ordinating the implementation of
  strategy
• National coordinating group to oversee
  implementation
• Detailed implementation plan
• Convergence funding
• Delivery will depend on collaboration